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SMX Stockholm - Conversion Optimization

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Theo Lentjes
Theo Lentjes

Conversion Optimization presentation I gave at SMX Stockholm 2010. Focusing on visitors, removing barriers and persuading customers are the main topics in the presentation.

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[object Object],Conversion Optimization – Visitors, barriers & persuasion
[object Object],[object Object]
Conversion Optimization ,[object Object],[object Object],[object Object]
Conversion Optimization Systematically increasing the conversion strength of the website via testing.
What Conversion Optimization is not! ,[object Object],[object Object],[object Object]
What are visitors doing?
[object Object],[object Object],What are visitors doing?
[object Object],[object Object],[object Object],What are visitors doing?
What are visitors doing?
Ask for feedback! What are visitors doing?
Who are your visitors! Logical Emotional Fast Competitive Spontaneous Slow Methodical Humanistic
Focus on all visitors!
Where to start? ,[object Object],[object Object],[object Object],Removing barriers
Removing barriers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Persuading Customers
[object Object],[object Object],[object Object],[object Object],Reciprocity
[object Object],Commitment & Consistency Can you confirm that these are the products you want to buy? Where do you want your DVD’s to be delivered? How do you want to pay? Could you give us your payment information?
[object Object],[object Object],[object Object],Social Proof
[object Object],[object Object],Authority
Liking ,[object Object],[object Object]
[object Object],[object Object],Scarcity
[object Object],[object Object],[object Object],Conclusion
Theo Lentjes Marketing Manager & Online Marketing Consultant Twitter.com/TheoLentjes Twitter.com/Onetomarket [email_address] Facebook.com/Onetomarket

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SMX Stockholm - Conversion Optimization

Notas del editor

  1. Zonder goed te meten kan een campagne en daarmee een website nooit geoptimaliseerd worden!
  2. Welke knop wordt gebruikt? Hoe wordt de winkelwagen gebruikt? Bekijken van x aantal productpagina’s. Inschrijven op RSS feed of nieuwsbrief. Bekijken van vacatures voor bepaalde tijd. Eventueel doorsturen van CV. Gebruik maken van de contactpagina.
  3. Per gebruiker of cumulatief
  4. Niet alles wordt duidelijk dmv tools: Waarom nemen gebruikers bepaalde beslissingen? Wat is percies onduidelijk? Vraag het!
  5. Verschillende persona’s waar bezoekers bezoekers onder vallen
  6. Snel: Prijs, algemene info Traag: Veel tekst om bevestiging te geven van vewachtingen en specificaties Hoeveel tijd en tekst heb je nodig om offline een sales te doen? Online hebben gebruikers dit ook nodig!
  7. Niet alleen de vouw is hierbij belangrijk Alle gebruikers kunnen scrollen
  8. Lappen tekst moeten worden vermeden, veel tekst absoluut niet!!!
  9. Content netwerk